In the US, life-or-death situations are now a daily fact. Overdoses. Gun violence. Heart attacks. Stroke. And when the Pittsburgh community was hit by the horrific shooting at the Tree Of Life Synagogue in October 2018, UPMC knew it was time to act.
Grey New York worked with UPMC to develop Minutes Matter - a program with the goal of turning all the people of Pittsburgh into Citizen First Responders. Focused on 4 EMS protocols - Narcan. Stop the Bleed. CPR. AED - the whole city was educated on the ground, as well as social and digital.
The program launched with this :60 that ran locally in Pittsburgh during the 2020 Super Bowl.
ADWEEK AD OF THE DAY, November 17, 2017
Volvo Orbits the Earth in the Final Chapter of Its Epic, Time-Twisting Trilogy
"Volvo’s two-year experiment in fractured, “nonlinear” narratives has already taken us from a New England lighthouse to the Arizona desert. Now, its final larger-than-life chapter leaves the Earth’s atmosphere behind while encouraging viewers and car buyers to embrace the future … whatever it might bring.
To tell the tale of a female astronaut, her husband and their brand new XC-60, Grey New York turned to Catherine “Cady” Coleman. The NASA veteran spent more than six months on the International Space Station in 2011 before advising Sandra Bullock on the film Gravity, and her insights helped draw a fuller picture of one woman taking a bold step into the beyond.
ADWEEK AD OF THE DAY, August 9, 2017
Canon Made an Elaborate Rube Goldberg Machine to Set Up Some Crazy Photos
"Featuring a chaotic Rube Goldberg sequence set to the song 'City’s Alive' by Chief White Lightning, it’s a dazzling, upbeat and ultimately charming ode to perspective.
As water tips into buckets that knock over umbrellas and bicycles, and so on, in the usual elaborate domino effect that defines such contraptions, a subtler story unfolds underneath. The protagonist, a heroine photographer who set everything in motion with a rolling lens cap, is chasing the action, capturing key moments in clever, hidden and unexpected ways, all revealed at the end of the two-minute spot in a series of stills."
MC HAMMER: THE HAMMER THAT HATES NAILS
When you're using a hammer and nail, you get one chance to get it right... or pay the hideous consequences. But when you're hanging with Command, you have the freedom to hang and rehang what you want, whenever you want. So you can do, without doing harm.
And who better to raise awareness for this incredible brand and deliver this 'damage-free' message: the only hammer who hates nails, MC Hammer himself.
We introduced Downy Unstopables to a younger audience with a series of simple Snapchat Story Ads. Each piece communicates the long lasting freshness of the product, with the kind of exaggeration that’s perfect for a platform like snapchat.
THE REAL COST
There’s a toxic mix of over 7,000 chemicals in every puff of cigarette smoke. It’s a scary number, but not scary enough to deter teens from smoking. So we collaborated with Adam Berg and Mass Market, and brought these chemicals to life in the most disgusting ways we could imagine.
In 2012, Oreo turned 100. Rather than look back in nostalgia, Oreo wanted a campaign that showed them as a brand living firmly in the 21st century. So we gave them the Daily Twist. 100 ads created in 100 days, a 100% responsive campaign reflecting news, current events and trends through the lens of an Oreo cookie.
*One of the four creatives on the team who concepted and executed an ad every day, for 100 days.
Nexcare Waterproof Bandages keep out water, dirt, and germs and Nana's proven it. She's up for any adventure, so we asked Nexcare fans to come up with Nana's next test.
So we sent this sweet, 86-year-old woman into a Car Wash. In a convertible.
It’s 2014 and it’s no secret that people are cutting cords left and right. So when Vonage rolled out it’s latest service which turns your home phone into a mobile phone, we wanted to highlight scenarios where having a landline is a great idea - whether it’s raining piranhas or spaceships.
JAMAICA TOURIST BOARD
Lacking the budget to be Olympic sponsors, we wrote a hype song for the Jamaican Bobsled Team that syncs with the actual Sochi course itself. The result was so adored that NBC cut footage of the team racing the track into the song and aired it during their prime time broadcast.
Meet Imani Davis, a student who found her voice through her writing and poetry. What started as project documenting her writing process as she prepared for Urban Word NYC's Youth Poetry Slam (which she won); evolved into a story about a young woman who discovered her inner strength through the written word.
How do you get a message about the health costs of smoking across to teens that think they're invincible? By wrapping it in a concern they really have: their vanity.
HOWL-O-SCREAM
We worked with Busch Gardens to create a campaign for Howl-O-Scream, their annual Halloween event, that lived on-screen and in-park.
We teased a cast of 13 sinister characters online and unleashed them in-park to terrify visitors.
BACK TO THE FUTURE: 25th ANNIVERSARY DVD SET
To promote the release of the Back to the Future: 25th Anniversary DVD set, DeLorean vehicles are transformed into fully working cabs.
